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educellc.com Leveraging Campaign Events to Move Message and Money 1

An Event-‐full Year: The Strategy Behind Successful Events

Lynne Wester & Sarah Winkler

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Yawn… WADITW

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In the span of a Calendar Year: •  Homecoming •  Reunion •  Board Mee1ngs/Retreats •  Commencement •  Spor1ng Events •  Giving Society Events •  Alumni Awards •  College/Unit Signature Events •  Vendor/Employer Partnerships •  Volunteer Gatherings •  State of the University Address •  Affinity Events •  Regional Programming


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Events: Taking the Story 3-‐D


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Who is Listening? • Donors and Prospects •  Trustees •  Regional Audiences •  Volunteers •  Alumni •  Faculty and Staff •  Students and Parents •  External Community

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A well thought out strategy is imperaHve to the success

of events.


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Event Strategy

•  Long View •  IntenHonal •  Considers different audience tracks • Measures success and outcomes •  Repurposes assets


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Tell the right stories to the right people at the right Hme.

donorrelaHonsguru.com

educellc.com

Plan your strategy •  By intenHon: consultaHve, stewardship, discovery, flypaper •  By locaHon: specific campuses, ciHes, regions, countries •  By audience: leadership, major, annual giving, parents, faculty, staff •  By Hmeframe: annually, specific milestones, campaign phase


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On the Road •  Audience •  Targeted regional audiences – alumni, locaHon-‐specific prospects

•  Event Types •  Tiered approach – match scale and chronology •  College/Unit signature events •  Leveraging an appearance – presidenHal schedule, academic conference

• Messaging OpportuniHes •  Bringing your mission to life •  ConnecHng directly with regional interests


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Be a Change Agent •  Insist on events with intenHon •  Set and then follow the established guidelines and standards • Help tell the right stories to the right people at the right Hme


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Thank You, Contact Us Sarah Winkler www.educellc.com

Lynne Wester @donorguru www.donorrelaHonsguru.com


Education

2014 an eventful year sw